Study On Marketing Strategy Of Sinopec Tangshan Yi Jie Convenience Store

Under the background of international economic integration,China's economic strategy has made a corresponding adjustment in all fields.Some big international oil products and retailers entered Chinese finished product oil market with the opening policy which has changed the inherent pattern of "PetroChina" and "Sinopec" in the past and inject a new force into the market.At the same time,the country has developed new energy vehicles in recent years.The stronger the awareness of environmental protection results in the fierce competition of the finished product oil market and the gradual compression of profit,so the development potential of the non oil products business is huge,and transfering the single service station into a comprehensive service station to meet the diversified needs of customers is a trend.In order to adapt to the trend,Sinopec set up easy convenience stores in the gas stations.The development of non oil business become an important means to enhance the competitiveness,and it has played a positive role in enhancing brand image and customer loyalty.The easy convenience store also become a new profit growth point of the enterprise.At present,this retailing form of the convenience store in gas station is widely concerned by the retail industry and welcomed by the capital,and the development prospect is broad meanwhile the competition in the industry is very fierce.This paper takes the easy convenience store of the Sinopec Tangshan company as the research objects,and combines the experience accumulated in my work to study the operation of the 224 convenience stores operating.First of all,starting with the development of non oil products at home and abroad,the PEST model and Porter's five forces model method are used to analyze the macro environment and the industry environment of the enterprises respectively.Then the development process of easy convenience store,enterprise culture,equity structure,financing capacity,management mechanism,technical resources,human resources,product structure and other basic conditions of Tangshan company are analyzed;It also analyzes and summarizes the market structure of Tangshan easy convenience store,such as market expansion,location,customer structure,marketing problems.At the same time,the financial situation of Tangshan easy convenience store is also analyzed.Choose strategy through SWOT model,and formulate the corresponding marketing strategy based on STP strategy and four aspects : product,price,channel,and promotion.And the guarantee measures of marketing strategy implementation ensure the future development of Tangshan easy convenience store.In order to promote the overall profitability of the convenience store in gas station,and to provide the reference basis for the study on the new format chain operation of the gas station convenience store.